Posted by JournoLink in Inspiring Stories on 05 February 2018 at 10:45
Tell us about you and about your business
I’m Ella Vine and in May 2017 I started a luxury lingerie brand in London, also called Ella Vine, which is disrupting the lingerie market with its innovative products. We sell world’s first poppy suspenders and poppy stockings, which attach easily and quickly via poppers, replacing traditional fastening and making it easier for the user. This proves to be a hit among its customers who love them and who coined the term poppy suspenders.
What is the story behind the business? What inspired you to start your business?
I have to wear medical compression stockings for medical reasons and invented poppy suspenders simply because the traditional fastening was too difficult and it took too long to attach stockings to a suspender belt. I wanted to help not only myself, but also other women. Now I can also attach hold-ups to a suspender belt, which gives it extra comfort and staying power. It took me two years and many prototypes of different fastenings until I arrived at the simplest solution – poppers. The simple is often the best. That’s how Ella Vine brand was born.
How did JournoLink help you? What did you achieve?
When I started the business I had no money for marketing at all. Journolink helped enormously. My press releases were picked up by the biggest papers in the UK, like Daily Mail, Daily Express, Daily Star and other and that changed the business completely, from little unknown business run from a bedroom to internationally recognized brand for the poppy suspenders invention. I then started getting orders from all over the world and following the press articles, the sales increased 500%.
Do you think PR is important for a business?
It’s absolutely crucial. If you don’t want to be a little business of the size of an average eBay seller, you need to get the word out there and have a presence in the media. There is no other way. Nothing else works so well for me as PR.
I have recently participated in my second fashion show and it was a great success. It was a catwalk at the prestigious Grand Opening of Miss Poland in the UK & NI 2018, in London. Once again, great PR for my company! Here is a video of the event:
What advice would you give to other businesses/startups like yours?
I love the words from Alice in the Wonderland: ‘’The only way to achieve the impossible is to believe in it’’. Believe in yourself, believe in what you do. Don’t listen to negative advisers, to those who don’t believe in you; listen to your gut feeling. You can achieve anything you want. You can be anyone you want.
Be unique; there is no point repeating what everyone else is doing.